The phrase was posted in the locker room, the weight room and served as a motivational tool.

“We put signs up for motivation, to let us know that these guys are going to play their all every time they play us,” Alabama safety Robert Lester told the Birmingham News. “We’ve got to bring our all when we play them.”

Lester said strength and conditioning coach Scott Cochran has used the phrase the most.

“Just working out, he’s going to remind us every time we work out that this is not what we want to happen. Every time you hear his voice, it’s just motivation. It makes you want to go and do whatever it is that you're going to do that day.”

Alabama coach Nick Saban spoke with reporters this week about the origin of “Never Again.”

“I don’t know exactly how it was born or why it was born," Saban said. “I know when. I think it just came from the disappointment of last year’s game. Some player said it, somebody said it somewhere along the line. It is what it is. I don’t know that it wasn’t something spontaneous that somebody said that just kind of stuck.”

According to AL.com, the signs posted show a picture of the Bryant-Denny scoreboard with the Tide leading 24-0. The final score is at the bottom of the scoreboard and between photos of Cam Newton and Nick Fairley reads “NEVER” in orange and “AGAIN” in blue.

“But it always has to stay in your head,” Alabama RB Trent Richardson said. “After a game like that we played last year we played some of the best football we played, and they came all the way back on us and showed that they came out and played their ballgame and won the ballgame. They went on to win the championship. You’ve got to have that in the back of your head.”